Taylor Swift’s oversized antique diamond engagement ring may have stolen the spotlight last week when she and fiancé Travis Kelce made their Instagram announcement, but it’s her far more approachable—though still undeniably luxurious—yellow gold, diamond-set Cartier Santos Demoiselle wristwatch that has captivated watch enthusiasts and fans alike.
At SwissWatchExpo, a pre-owned luxury watch marketplace in Atlanta, the very same small-sized, quartz-powered Cartier model Swift wore—discontinued by the maison years ago—was snapped up on the same day as the engagement news for $17,160. CEO Eugene Tutunikov expects that more Swifties will soon turn to secondary markets in search of the timepiece.
For those who find the Cartier already out of reach, alternatives exist. Brands like Piaget and Rolex have crafted similarly elegant designs—slender gold bracelets paired with petite cases, echoing Swift’s 20 mm x 20 mm watch—that are likely to surge in popularity as buyers look for substitutes before the Santos Demoiselle becomes unattainable.
Cartier Ellipse Watch
Cartier Ellipse in 26 mm yellow gold case with diamonds, $13,960; SwissWatchExpo
A hidden gem in the Cartier archive, the Ellipse—first launched in 1973—offers a refined oval-shaped case. Currently available at SwissWatchExpo in a 26 mm yellow gold model set with diamonds, it is listed at $13,960, positioning it as a strong alternative.
Piaget Polo Watch
Piaget Polo in 23 mm yellow gold case, $9,695; SwissWatchExpo
Another standout option is the Piaget Polo, a watch steeped in 1980s glamour. With its iconic yellow gold exterior and eye-catching mother-of-pearl dial, it has long been a favorite among collectors. SwissWatchExpo currently lists the 23 mm model for $9,695.
Rolex Pearlmaster
Rolex Pearlmaster in 29 mm yellow gold case with diamonds, $15,320; SwissWatchExpo
Then there’s the Rolex Pearlmaster—an undeniable icon in its own right. Priced at $15,320, this 29 mm yellow gold watch dazzles with its diamond-encrusted case, reinforcing Rolex’s reputation for timeless prestige.
Whether fans lean toward Cartier, Piaget, or Rolex, one lesson emerges clearly: celebrity influence remains one of the most powerful forces shaping demand in the luxury market. For jewelers and watch dealers, the “Taylor Swift effect” isn’t just a passing headline—it’s a reliable forecast for sales.
Top: Taylor Swift wore a small-sized Cartier Santos Demoiselle watch in the engagement photos shared worldwide. (Photos courtesy of SwissWatchExpo)
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